Rocco Reds™: The Chefs Tomato™, the latest launch from Pure Flavor® is off to a successful start coming out of its first crop. The new on-the-vine tomato which has an intensely bold red color – both inside and out – as well as a robust "classic tomato" flavor, launched late last year and is already driving strong results in its retail debut.
Rocco Reds launched late last year.
The company has taken a strategic approach to innovation, diving deep to understand consumer trends and unmet needs within existing categories and segments. Rocco Reds was developed with the goal of transforming a segment within the tomato category that has historically been dominated by field-grown offerings and a "value" mindset. Grown in its company-owned greenhouses, Pure Flavor can offer consistent quality and year-round supply with Rocco Reds, encouraging consumers to trade up to a tomato that promises to "amp up" any dish with its exceptional flavor and color.
With a fully sold-out second crop, the company is expanding production to meet backlogged demand with a new third crop to be planted this spring.
"We're always thinking carefully about how and why we innovate. We want to make sure that each new item we bring has a role and a purpose on the shelf," said Matt Mastronardi, executive vice president of Pure Flavor. "This tomato is exciting because it is changing shopper behavior and driving sustainable growth in a very big category segment that hasn't previously seen much meaningful innovation."
The company has big plans for Rocco Reds in the immediate future: With a fully sold-out second crop, it is expanding production to meet backlogged demand with a new third crop to be planted this spring, for production in early Fall. The company will also be working with interested retailers to support Rocco Reds with multi-channel marketing support programs, including point-of-sale displays and signage, hot pricing, digital media, influencer programs, and customized promotions. The existing 14oz. retail format will also soon be complemented by a new club-sized offering, allowing for expanded options for club channels and their shoppers.
The new on-the-vine tomato has an intensely bold red color inside and out as well as a robust "classic tomato" flavor.
Rocco Reds will be featured this month at the SEPC Southern Exposure trade show in Orlando, FL March 6-8 at the Pure Flavor booth, #733.
For more information:
Julia Shreve
Pure Flavor
Tel: +1 (519) 326-8444
[email protected]
http://www.pure-flavor.com/